This document was written to help newcomers understand how to advertise

with pay-per-click (PPC) search engines.  The concepts in this guide

are easy to follow and can be used for any PPC site.

Step 1: Think about your business!

What type of business do you have?  What category does it fall under?

Who is your target customer?  These are all questions you should be

asking yourself when setting up a PPC account.

Let's make believe you own a bicycle shop called "Joe's Bicycle Shop".

Your target customer is someone who want's to buy a bicycle... the

the first thing you need to do is figure out what "keyword phrases"

someone is likely to search on when they are interested in your

product.  Keyword phrases can be anything related to your product,

from a particular "bicycle part" to an actual brand of bicycles.  Take

a look at this list:

bicycle

bicycles

bicycle tire

bicycle tires

Schwinn

These are all phrases that someone might type into a search engine

if they were looking for a bicycle or bicycle parts... (Schwinn is

a top brand of bicycle.)  These are all perfect keyword phrases that

we would want to add our site under.  On Project-UFO, singular and

plural searches are considered separate, so if you were adding your

site under "bicycle" you should also add your site under "bicycles".

You should take a few minutes to write down a list of keyword phrases

related to your business.  If you need help, when you log into your

account at Project-UFO you can use a special option called"
Search Our Current Bids"to see what popular searches are.

Step 2: Create an Account

If you have not done so yet, you should create an account on Project-UFO.

This is easy and will take only a few minutes.  To create an account,

click on "Add Your Site" at the top of any Project-UFO page.  You will

be asked a few questions and then your password will be sent to you

via email within a few minutes.

Step 3: Login to your Account

Now that you have created an account, you should log in.  Go to:

http://www.project-ufo.com

and click on "Member Login".  Enter your username and password

that you were sent.  Remember that the password is case-sensitive

meaning that lowercase and uppercase are different.  If you have

forgotten your password you can click on "Forgot/Lost Password" to

have it sent to you.

Step 4: Add Keywords

Now that you have logged in to your control panel you need to add your

site under the list of keyword phrases that you created earlier.  To do

this, just click on "Add New Listing".  This will bring up a simple form

you need to fill in.  The first box is called "Keyword ".  In this box you should

enter the list of keyword phrases you created, hitting the enter key

after each one (so that you enter one per line).

Now you should see a box called "Bid".  This is how much

you are willing to pay to be listed under the keyword.  The more

you will pay, the higher you will be listed and typically, the more

traffic you will receive.  For now you should leave this set to the

default which is ".05" (five cent per click).  You will change this

later.

The next box is for the "Title".  The Title is a short 50 character

label for your search engine listing.  In our earlier example for

Joe's Bike Shop, a title may be "Joe's Bike Shop - Top Brand Bikes!".

The title usually includes your websites name and maybe a short

slogan or generic description of what you have.  Remember, it must

be at most 50 characters long (a character is any letter, number,

symbol or space.)

Next you need to enter your "Site URL".  The Site URL is the web

address that someone would type in to reach your website... for

example, our URL is http://www.worldnetsearch.com.   Make sure to enter the

FULL url, including the "http://" before the website address.

Now you need to enter a longer "Description" of your site.  The

description can be up to 180 characters long and should give the

visitor a simple idea of what your site sells.  For our example, a

description may be: "We have been providing the top name brand

bicycles and parts to our customers for over 30 years.  Items can

be shipped within 3 days anywhere in the country and make great

gifts!".  This is where you should sell yourself to the customer

and make them want to visit you.  An important thing to remember

is "don't lie"!  Don't say anything that is not true and don't tell

them you sell anything you don't sell.  While writing a false

description may get you more traffic, it will not be "qualified

traffic" and the visitor will leave immediately.

 When you are done filling in the boxes on this page, press the button

labled "Add Listing" and submit your changes.

Step 5: Fund Your Account

 Project-UFO works on a debit account system meaning you must pre-fund your

account to receive traffic. But Remember we will give  you the first 25.00 free.
When your funds run out, we stop the advertising until you fund your account
again. This works out well for many advertisers because they can set a
spending limit -- you will never receive a bill from Project-UFO.

To fund your account, click on "Add Funds".  There are many choices --

the simplest and quickest is to pay using your Credit Card which is

immediate.  Other options are to use the free service "PayPal.com" or

to mail us a check or money order.  The minimum payment is $25 for

first time customers and $25 for return customers.

As soon as your payment is posted to your account, your advertising

will be live and your site can begin to receive traffic.

Step 6: Adjust your Bids!

Now that your account is active, you should adjust your bids to make

sure you are getting the optimum position.  The first thing you need

to do is decide how much you should be willing to pay.  The more

you are willing to pay, the higher you will be listed in a search

and typically the more traffic you will receive.  It is NOT always

best to be number one however, you should only bid as much as you

are willing to spend to get a customer to your site.

How should you decide how much to bid?  Let's look at an example:

Let's say that Joe (from Bills Hair Hut) get's 100 visitors to

her site, and that for every 100 visitors, 5 of those visitors buy

something.  Joe also knows that on average when a customer buys

something she makes $10 profit.  That means that:

5 paying customers x $10 profit per customer = $50 profit

$50 total profit / 100 visitors = 50 cents per visitor profit

So from some simple math, we see that even though every visitor does

not buy something, on average a visitor is worth 50 cents profit for

Joe's store.  That means that Joe can afford to pay up to 50 cents

per click to "break even".  If she pays any more than 50 cents per

click she will lose money, if she pays less than 50 cents per click,

she will make money.  Joe may decide that she wants to spend at most

half of her profits on advertising... this means Joe wants to be

listed as high as possible in the listings and pay at most 25 cents

per customer.

If you wish to change your bids manually, you can use the "Change Bids"

option.  This will show you all of your keywords along with the top

5 bid amounts currently being paid by other Project-UFO customers.  You

can manually adjust your bids so that you gain the position you want.

When you are done, make sure to submit your changes.

Step 7: You're all done!

That's it, your account should now be live and you will begin

receiving traffic.  You should occasionally log in to review your

account activity, adjust your bids and make sure your account is

funded.  How much traffic you receive will depend on many things:

* How popular the keyword phrases you chose are

* What position you are listed in under each keyword phrase

* How interesting your site description is to a searcher

Don't forget though that the most important part is the price you

are paying per visitor, not how many visitors you receive.  We suggest

you start slowly and test out different site descriptions, keyword

choices and bid amounts to see what works best for you